Product and services: The-Village.ru (On-line city guide)Registrant: LOOK AT MEDIACountry: RUSSIABrand name: The VillageAdvertiser: The VillageAdvertising agency, city: LOOK AT MEDIA MoscowArt director: Vladimir ShreyderCopywriter: Alexey ArtyukhovCreative director: Katya Bazilevskaya, Rob IkkiAccount Director /Manager: Alya GabdurakhmanovaDigital Production: LOOK AT MEDIA Moscow Other credits: Technical Director: Alexander Rybyakov; Mobile App Developer: Alexander Simonov; Flash Developer: Alexander Redinger
Campaign idea explanation: 'Douche parking' is a huge city problem in Russia. There're not many places to park but also there're people who just don't care about others. Online city newspaper, The Village.ru, has decided to help people make such behaviour socially unacceptable using digital media. We've created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site. The user was motivated to share the picture of the 'parking douche' in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.
Multiple entry explanation: By using mobile app people can take pictures of wrongly parked cars and save information about them (plate number, body type and colour) in database. The data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked.
Year/ID: 2012 / T007G12 Group: T Mobile campaigns Subgroup: T Mobile campaigns
Product and services: Google Goggles Technology & Bookstore ServicesRegistrant: LEO BURNETT RUSSIACountry: RUSSIABrand name: GoogleAdvertiser: GoogleAdvertising agency, city: Leo Burnett MoscowArt director: Grigory Sorokin, Mikhail DerkachCopywriter: Erkin BekmirzaevCreative director: Grigory SorokinDesigner: Andrey SergeevAccount Director /Manager: Marina Andzhich Other credits:
Creative idea explanation:
Campaign idea explanation: Free-a-tree is an Android application developed with the support of Google and WWF. Every time you find an interesting paper book and intend to buy it, recognize the book with the app. Free-a-tree will search for its electronic version in popular online bookstores. The app will also count the number of book pages, determine density and the format of the paper, and then show how much wood it took to produce the book. After the purchase happens, the saved percentage is added to one of the appвЂ™s trees you вЂњgrowвЂќ. You can see your score in the global ranking and share the results with your friends. All the eco-network's achievements are available on a special website. Along with the purchase, a certain percentage of the proceeds is donated to WWF by partner bookstores.
Multiple entry explanation:
19-й международный фестиваль рекламы Golden Drum пройдет в Портороже в Словении, с 2 по 5 октября. За годы своего существования Golden Drum вышел на позиции одного из самых ожидаемых мероприятий для рекламистов со всего мира. Для многих фестиваль является самым важным и заметным обзором рекламного мира за год, превосходя в этом даже фестиваль Cannes Lions.